In this second phase of Nike’s LunarEpic launch campaign, the shoe has arrived on Earth bringing with it otherworldly powers. Roads curve and stretch seemingly into infinity. Impossible runs suddenly feel effortless. Gravity is nonexistent.
This was our sixth project with the amazing team at Nike. Working with them and Blacklist, it was our task to take Nike’s creative strategy, and then conceive and develop a narrative and visual structure for the brand film around the tagline ‘run forever’.
The manifestation was a 45s film and sound design (created by CypherAudio), key print and digital ‘hero’ visuals, social media clips and a large-scale track and field dome installation. The process with Nike is always incredibly collaborative and exciting.
Behind the scenes
Experiential Nike Dome Installation
In June 2016, Nike was hosting an event in their birthplace of Eugene, Oregon, to celebrate the U.S. Track & Field Olympic Team Trials and to feature the LunarEpic shoe.
Tendril was in the process of finishing a product superiority film for the LunarEpic, and Nike asked if we could leverage the spot’s assets to help create a gorgeous branded experience for their event.
Ultimately we delivered two customized environments—a desert and a sky, both featuring a loopable shoe animation—that were projected onto the interior walls of the venue’s dome and played while users tested their running skills against others on treadmills while wearing the LunarEpic shoes.
Credits
Client
Nike
Global Brand Communication Studio EP
Noah Stanik
Global Brand Communication Studio Producer
Meagen Moore
Global Brand Design, Running Art Director
David Brady
Global Brand Design, Running Studio Manager
Denise Wild
Production Company
Blacklist
EP
Andrew Linsk
Producer
Karen Lawler
Production Studio
Tendril
Co-Directors
Chris Bahry of Tendril, Tom Crate of Frame
Executive Producer
Kate Bate
Producer
John Szebegyinszki
Storyboards
Greg Boychuk
Editor
Tom Crate
Pitch Concepts
Chris Bahry, Evaldas Cesnavicius, Wojtek Szklarski
3D Artists
Alasgar Hasanov, Alexandre Veaux, Florent Arnould, Christoffer Bjerre, Marcelo Souza, Will Sharkey
FX
Alasgar Hasanov, Marcin Porebski
Lighting and Render
Alexandre Veaux, Marcelo Souza, Christoffer Bjerre, Lorne Kwechansky
Additional 3D Artists
Christian Hecht, Ben Pilgrim
Compositing
Chris Bahry, Alexandre Veaux, Lorne Kwechansky
2D Animation
Leo Mateus, Marissa Godwin
Music and Sound Design
John Black of CypherAudio
